Overview
BLOK is a premium fitness company dedicated to empowering individuals to embrace movement anywhere, anytime.
As a Senior Product Manager, I translated BLOK's vision into actionable roadmaps, leading a high-performing team in transforming BLOK from a web-based, brick-and-mortar offering to a leading hybrid digital fitness solution.
I defined and drove the product vision and strategy, guided user experience design, conducted user research, and managed product roadmaps for iOS, Android, and web platforms.
Using a dual-track agile approach, I ensured continuous, high-quality product delivery through deep product discovery, prioritisation, and clear direction. This approach allowed us to stay ahead of delivery schedules and achieve significant results for the business.
Below are some of my favourite releases built by this remarkable team.
Video On-Demand Platform
Problem: Customers often face personal and professional constraints, such as busy schedules, last-minute commitments, or family responsibilities, that hinder their ability to attend regular workouts at BLOK studios. Consequently, missed classes result in decreased engagement.
Observation: Offering on-demand workouts would provide customers with the necessary flexibility to exercise at their convenience, regardless of external constraints. This enhanced accessibility will significantly boost customer engagement and satisfaction with BLOK.
Opportunity: Make it effortless for customers to access on-demand workouts that suit their individual preferences and scheduling constraints. This positions BLOK as a flexible and user-centric fitness brand, which drives both user retention and new memberships.
Features:
-
Video on-demand library: A comprehensive selection of pre-recorded workout videos.
-
Search & filter: Tools allowing customers to easily find specific workouts based on type, duration, difficulty, etc.
-
Airplay, Chromecast: Compatibility with popular screen mirroring technologies for a better viewing experience.
-
Music playlists: Curated music to enhance the workout experience.
-
Membership upsells: Options to upgrade or purchase additional content, helping to drive revenue.
Referral System
Problem: Customer acquisition channels, such as paid advertising and social media campaigns, are becoming increasingly expensive, leading to a higher cost per acquisition and reduced ROI. Additionally, these methods often struggle to reach high-engagement users.
Observation: People are more likely to trust recommendations from friends or family, making referrals a cost-effective and efficient way to acquire new customers. Studies show that referred customers have a 37% higher retention rate compared to those acquired through other means.
Opportunity: Create a seamless and rewarding referral system that leverages the trust and networks of our existing customer base to acquire high-quality customers at a lower acquisition cost.
Delivery:
-
In-app referral program: A user-friendly system within the BLOK app that allows current customers to refer others easily.
-
Referral tracking mechanisms: Tools to monitor and measure the success of referrals, ensuring referrers get their rewards and marketers can analyse performance.
-
Optimisation and iteration: Continuous improvement of the referral system based on feedback and performance data to maximise its effectiveness.
Class Discovery and Filtering
Problem: Customers, especially those with hybrid memberships who may frequent multiple studio locations, often have limited time to plan their weekly workout schedules. This makes it challenging for them to navigate BLOK's extensive offering.
Observation: With over 400 classes offered each week, encompassing various class types, instructors, and locations, navigating BLOK's schedule can be a daunting task for customers. This complexity often leads to customer frustration and missed booking opportunities.
Opportunity: Simplify class discovery by implementing intuitive filtering functionalities. By allowing customers to filter classes based on location, discipline, and preferred instructors, we can streamline the booking process, reduce customer frustration, and increase the number of classes booked per customer.
Delivery:
-
Filter panel: An easy-to-use interface allowing customers to apply multiple filters to find suitable classes quickly.
-
Multi-location timetables: Integrated timetables showing available classes across multiple selected locations.
-
Multi-item search: Advanced search capability enabling customers to search for classes based on multiple criteria simultaneously.
